CARY, N.C., Feb. 17, 2011 /PRNewswire/ — Reflecting increased
reliance on iPhones, iPads and other “smart” devices, two leaders
in the field of pharmaceutical marketing have teamed up to develop
new ways to deliver healthcare information to an audience of
physicians, patients and caregivers.
The companies – MicroMass Communications, Inc., a leader in
behavioral marketing in the healthcare industry, and Convertem, an
innovator in mobile marketing platforms – have already worked
together on iPad applications that are used by pharmaceutical sales
reps to train and enlist physicians on new treatments.
“Pharmaceutical marketers are looking for effective mobile
technology that can reach patients and physicians where they live
and work,” said Jeff Burkel, Chief Operating Officer for MicroMass,
who added that much of the success in achieving positive health
outcomes is connected to using the right strategy to get the right
information to the right person at the right time. “We knew that
mobile was the way to go, and we chose Convertem because of their
experience with marketing, security and regulatory concerns in the
pharmaceutical industry.”
Calling their new venture “mHealth,” the two companies
are involved in discussions with several other brands regarding
patient support applications. “The idea,” Burkel explained, “is to
allow marketers to use the science of motivation, adopting the kind
of technology that reaches patients and physicians immediately,
wherever they are.”
According to Dwayne Williams, Convertem’s CTO, the alliance will
provide marketers with a single source for strategy, content,
design and technological implementation. “It’s a win-win situation
for everyone involved,” he said. “MicroMass knows how to
communicate with patients and physicians. We, on the other
hand, know how to reach those audiences by developing integrated
mobile platforms, incorporating data from mobile apps, text and
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